MTV VMA | 2017

MTV VMA captures the voice of the generation from year-to-year. Stepping into 2017, the loud voice of the Millennial generation seeks center stage. MTV is here to bring it to them.

CHALLENGE

Define this year's VMA to reflect the current Millennial audience.

SOLUTION

Represent the voice of Millennials through integrating the idea of who will be famous on the glorified pedestal we place fashion mannequins upon.

Creating a system evoking the bold voice of this generation with type-driven designs emphasized by vibrant color and scale. Tying into the sought after fame symbolized by fashion mannequin, which we see ourselves through. Although lifeless they portray the idea of a person we seek to be, and with everyone seeking fame at the VMA's the idea of mannequin drove that emotion while adding to the visual spectacle MTV is known for.